By Laurie Wachter
Verallia is redefining how glass is produced, reused and recycled to fulfill the promise of this infinitely recyclable material. In addition, as more and more wineries move to lightweight bottles, Verallia is innovating new solutions that evoke the traditional style of fine wine while reducing the impact on the environment.
Thomas Deegan, PhD, the new CEO of Verallia USA, shared some of the specifics of this initiative. “We’re coming at this in two ways. On a grand scale, we’re changing our furnaces. In April, we launched the first 100% electric furnace in Cognac, France, which let us cut CO2 emissions at that plant by 60%. In late 2024, we’ll open our first hybrid furnace in Spain, cutting those emissions by 50%. And, on the production side, we’re making lightweight bottles as part of our goal to reduce the weight of standard non-returnable containers by an average of 3% by the end of 2025.”
Innovating lightweight glass bottles
Verallia’s latest disruptive innovation is the newly introduced Bordelaise Air, weighing in at just 300 grams (110.58oz) while staying faithful to the hallmark aesthetics of the timeless Bordelaise bottle. This step forward in environmental innovation maintains a similar strength as heavier bottles with a reduction of 23% in CO2 emissions. Aesthetically, it is very close to Verallia’s core range, the Bordeaux Ecova Clasica (390g), but it is 90g lighter and barely distinguishable to the consumer. The new bottle comes in three glass colors: antique green, green and flint for cork or screw-cap closures.
Developing the Bordelaise Air required creating innovative modeling tools to design the shape and ensure it would withstand load pressures and impacts during production, transportation and storage. Verallia’s European R&D team also established stringent controls in the industrial process to maintain glass quality during production.
“We’re seeing more and more acceptance in the wine industry of this type of bottle because of the growing interest in sustainability,” says Deegan. “In the world of wine, there are different levels of premiumization. The original lightweight bottles used for entry-level wines looked more like water bottles because they lost the classic wine bottle shape. In contrast, the Bordelaise Air’s combination of tradition, innovation and expertise aligns with our mission to reimagine glass. Now, the wine industry can enjoy a classic Bordelaise bottle that weighs just 300 grams without compromising on aesthetics. The Bordelaise Air provides that.”
Reaching for net zero
Verallia is the world’s third-largest glass packaging manufacturer, making more than 17 billion bottles and jars for food and beverage products. It returns a significant portion of its annual revenue to its sustainability initiatives. These include goals of a 40% decrease in Scope 3 emissions by 2030, a 46% reduction in Scope 1 and 2 CO2 emissions by 2030 and Net Zero Scope 1 and 2 CO2 emissions by 2050.
The company originated with the establishment of the Vauxrot glass facility in France in 1827. With almost two centuries of experience, the company is deeply committed to the long-term sustainability of the glass-making industry and to the innovation needed to make it happen.
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Laurie Wachter
Laurie Wachter is a leader in analytics, consumer behavior and direct-to-consumer marketing, having worked with companies such as Kraft Foods, PepsiCo, Catalina Marketing and Circana. Based in Northern California’s Wine Country, she writes about the business of food, wine and beverages for a global client base.
